I was really lucky to work at Salesforce and Twilio both at really interesting points of their growth. It's just a natural evolution as the platform evolved that their message had to evolve with it. So, going through a similar exercise here at attentive, we primarily sell SMS marketing software to e-tail and e-commerce brands. Over time, I know that our product line or our platform will evolve to cater to more and more use cases. But I think you have to identify where are you in terms of product maturity,. You need to think about where you're going to go because you don't want to get over your skis and over-promise with what you're going
Our guest is Sara Varni, CMO of Attentive, a conversational commerce platform. Before joining Attentive, Sara was Twilio’s CMO and spent 10 years as a senior marketing leader at Salesforce.
In today’s conversation, we talk about what startups can learn from enterprise marketing playbooks, particularly around creating and honing a corporate message. Sara takes us behind the scenes at how companies like Twilio and Salesforce craft a corporate message from the ground up, and tweak it as the company grows. She also shares specific advice for marketers with sights on the CMO seat, including how to form collaborative, not combative relationships with sales counterparts.
You can follow Sara on Twitter at @SaraVarniBright
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